Intact Insurance, the Montreal Canadiens and Bell Media in a new partnership for a media-based multiplatform campaign


Intact Insurance has been a Montreal Canadiens partner for several seasons now. With Bell Media’s collaboration, a multiplatform campaign was developed to extend the reach of the client’s message.

Intact renewed its annual sponsorship of Canadiens hockey on RDS by adding contextual media components. The Media Creativity team innovated by proposing a brand-new format, i.e. a 10-second audio-video break-in animation, airing live during play stoppages. The animation was inserted on a wide shot of the ice rink and arena. In addition, a countdown spot aired at the end of a first-period commercial break, featuring Intact Insurance’s well-known spokes-character Rogatien – the taxi driver played by Patrick Huard.

The campaign also included dynamic creatives, both online and on Astral’s Digital Network. On game nights, the score was displayed in real time and each accompanying message was adapted accordingly.

The same technology (real-time score + contextualized message) was used for Intact Insurance’s Toronto campaign. During Maples Leafs games, different messages appeared on the Astral Digital Network, and showing the live score.

Media Agency: PHD Montreal
Creative Agency: Cossette

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